Contemporary Marketing Exam Questions
Course Introduction
Contemporary Marketing explores the dynamic and rapidly evolving field of marketing in today's global economy. The course examines current theories, trends, and technologies that impact how organizations identify, attract, and retain customers. Students will analyze topics such as digital and social media marketing, consumer behavior, branding, ethical considerations, and data-driven decision making. Real-world case studies and projects enable learners to apply modern marketing strategies in a variety of business environments, preparing them to respond to current and future challenges within the marketing landscape.
Recommended Textbook
Marketing Defined Explained Applied 2nd Edition by Michael P Levens
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Page 2
Chapter 1: The Meaning of Marketing
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Sample Questions
Q1) A for-profit firm delivers ________ in exchange for money from consumers.
A) demand
B) value
C) perceived need
D) perceived want
E) need
Answer: B
Q2) Briefly explain the following statement: "Everyone has some experience with marketing."
Answer: Everyday life places people in marketing situations. Everyone has been exposed to advertising, made purchase decisions, and promoted himself or herself in some way, such as applying to college.
Q3) A business that practices social responsibility focuses on following high ethical standards and improving society rather than generating profits.
A)True
B)False
Answer: False
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Chapter 2: The Market in Marketing
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Sample Questions
Q1) Which of the following is the most likely result when average income levels do not keep pace with inflation?
A) Utility decreases.
B) Demand increases.
C) Demand decreases.
D) Demographic shifts occur.
E) Unemployment levels go down.
Answer: C
Q2) In recent years, security regulations initiated by the federal government through the Transportation Safety Administration affected Southwest Airlines. These regulations are part of the ________ affecting this airline.
A) external environment
B) internal environment
C) competitive environment
D) brand strategies
E) microenvironment
Answer: A
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Page 4
Chapter 3: Planning and Marketing in an Organization
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Sample Questions
Q1) A ________ is the process a business uses to evaluate the different combinations of products and services the business offers.
A) SWOT analysis
B) portfolio analysis
C) marketing mix
D) ROMI analysis
E) marketing audit
Answer: B
Q2) In the BCG matrix, question marks are in a sector with little potential for growth.
A)True
B)False
Answer: False
Q3) Which of the following is NOT a step in the strategic planning process?
A) establish the business mission
B) define the business objectives
C) develop the business portfolio
D) identify the business vision
E) evaluate all members of the supply chain
Answer: E
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Page 5
Chapter 4: A Broader Perspective on Marketing
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Sample Questions
Q1) Which of the following advertising situations would LEAST likely be considered puffery?
A) a mother of small children declaring that a packaged meal "rescued my day"
B) a young woman saying that a new abdominal exercise machine was more motivating than her old workout routine
C) a milk advertisement claiming that the calcium in milk promotes healthy bone growth
D) a retired couple drinking a vitamin and protein shake and then saying, "It makes us feel young again"
E) a sleepy man waking up to a gray day, drinking a cup of coffee, and then looking out his window to see golden sunshine, beautiful flowers blooming, songbirds singing, and a rainbow on the horizon
Q2) Ralph Nader is most closely associated with which of the following?
A) the consumerism movement of the 1960s
B) the consumerism movement of the early 1900s
C) the current environmentalism movement
D) green marketing
E) the social marketing concept
Q3) Why are organic foods considered to be better for the environment?
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Page 6
Chapter 5: Global Marketing
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Sample Questions
Q1) Many countries outlaw ________, a practice in which a company prices its products lower than they are priced at home or lower than the cost to make the product.
A) indirect exporting
B) counterfeiting
C) bribery
D) dumping
E) countertrading
Q2) Describe the function of an economic community and a trade agreement. Explain why they are relevant to marketers. Give two examples of important economic communities.
Q3) Which of the following best explains why Selman & Saks chose exporting as its entry method to the French market?
A) Exporting offers the highest potential for profit.
B) Exporting offers a lower risk level for the company.
C) Indirect exporting is more expensive than direct exporting.
D) Exporting offers the most savings through scale economies.
E) Exporting offers greater access to less expensive labor and materials.
Q4) Explain why businesses tend to like the idea of privatization.
Q5) Explain the distinction between outsourcing and offshoring.
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Chapter 6: Value for Customers
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Sample
Questions
Q1) Explain why a customer's purchase history may be considered the most important piece of information collected in a CRM system.
Q2) By offering a discount to visitors from early winter to late spring, Carol changed the ________ of a stay at Seagull Terrace.
A) perceived benefits
B) perceived costs
C) actual benefits
D) retail value
E) secondary costs
Q3) In modern marketing, the majority of most companies' marketing efforts are geared toward cultivating relationships with loyal customers.
A)True
B)False
Q4) Identify and explain the different components of a product's benefits and costs.
Q5) The number of products available to potential buyers has decreased in recent decades.
A)True
B)False
Q6) Briefly explain how a buyer makes a purchase decision.
Page 8
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Chapter 7: A Perspective on Consumer Behavior
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Sample Questions
Q1) An individual can not process stimuli subconsciously.
A)True
B)False
Q2) The buyer decision process consists of five stages. Which of the following is NOT one of these stages?
A) problem/opportunity recognition
B) information search
C) high-involvement buying behavior
D) purchase decision
E) postpurchase evaluation
Q3) Carrie tends to purchase various brands of bath soap. She has never been loyal to a specific brand; instead, she does a lot of brand switching. In this example, Carrie exhibits
A) routine response problem solving
B) significant problem solving
C) limited problem solving
D) opinion leadership
E) subliminal perception
Q4) In what way might a marketer rely on opinion leaders?
Q5) Give two examples of how the digital environment influences consumer behavior.
Page 9
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Chapter 8: Consumer Insight
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Sample Questions
Q1) Members of focus groups are recruited using specific criteria.
A)True
B)False
Q2) ________ is the acquisition and analysis of information used to identify and define marketing opportunities that connect consumers to marketers.
A) The marketing information system
B) Competitive intelligence
C) Marketing research
D) Quantitative research
E) Syndicated research
Q3) After conducting formal marketing research for your department, you make an oral presentation with notes to management. You are following the normal order of steps in the marketing research process.
A)True
B)False
Q4) Identify and briefly describe the four primary elements of a marketing information system.
Q5) Briefly explain why marketers find insights more useful than information.
Q6) Describe the five steps of the basic marketing research process.
Page 10
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Chapter 9: The Brand
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Sample Questions
Q1) How can a company use communication strategies to fight counterfeiting?
Q2) ________ are responsible for managing multiple brands in a product line.
A) Category managers
B) Brand managers
C) Communications managers
D) Market managers
E) Sales managers
Q3) In addition to affordability, identify the two most important factors for a company to consider when selecting a brand to license.
Q4) Which of the following should a company LEAST expect as a benefit resulting from co-branding?
A) Product development and research costs are avoided.
B) Loyalty from each brand is extended to the co-branded product.
C) Shortcomings of one brand are compensated for by strengths of the other brand.
D) Promotion costs are split between partners.
E) New market opportunities are created.
Q5) Give three examples of benefits that a company could use to position a brand.
Q6) Briefly describe four benefits that a strong brand can provide for a company.
Q7) Explain how a strong brand and lesser brand might compete in a price war.
Page 11
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Chapter 10: Segmenting, Targeting, and Positioning
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Sample Questions
Q1) ________ is communicating a product or service message to as broad a group of people as possible with the purpose of positively influencing sales.
A) Market targeting
B) Target marketing
C) Mass marketing
D) Positioning
E) Multisegment marketing
Q2) Explain the five major segmenting variables for consumer markets.
Q3) Which of the following is the most popular base for segmenting markets?
A) demographic
B) needs
C) psychographic
D) behavioral
E) values
Q4) A company operating in the business market may find it useful to segment possible customers based on their level of risk aversion.
A)True
B)False
Q5) Provide an example of behavioral targeting.
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Chapter 11: The Marketing Plan
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Sample Questions
Q1) The outcome of the forecasting process is most essential to which of the following?
A) aligning the marketing mix with the company's mission
B) predicting competitors' strategies
C) analyzing customer behaviors
D) identifying target audiences
E) exploring alternative marketing strategies
Q2) Briefly describe the purpose of a marketing plan.
Q3) Data concerning which of the following would be LEAST likely included in the forecasting section of a marketing plan?
A) variable costs
B) fixed costs
C) direct cost of sales
D) sales projections
E) demographic trends
Q4) A collaborative team is needed to create a business plan.
A)True
B)False
Q5) Describe the purpose of a SWOT analysis.
Q6) Describe the purposes served by a business plan.
Page 13
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Chapter 12: Product and Service Strategies
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Sample Questions
Q1) MRO products are goods that businesses use for ________.
A) management, research, and order-processing
B) marketing, relationship-building, and operations
C) maintenance, research, and organization
D) maintenance, repair, and operations
E) marketing, research, and organization
Q2) Evelyn's vacuum is at the ________ stage of the product life cycle.
A) innovation
B) introduction
C) growth
D) adoption
E) maturity
Q3) Promotion activities for which of the following types of products are most likely to be highly targeted to very specific audiences?
A) specialty products
B) context products
C) consumer products
D) shopping products
E) staples
Q4) Describe the three different levels of a product.
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Chapter 13: Pricing Strategies
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Q1) The company designs what it considers to be a good product, totals the expenses of making the product, and sets a price that adds a standard markup to the cost of the product. This approach to pricing is called ________.
A) penetration pricing
B) fixed cost pricing
C) cost-plus pricing
D) variable pricing
E) skimming pricing
Q2) Costs that are directly attributable to the production of a product or delivery of a service are referred to as ________.
A) fixed costs
B) variable costs
C) target costs
D) total costs
E) unit costs
Q3) Describe the conditions under which a marketer can offer a discount, rebate, or benefit to one customer but not to another.
Q4) Describe what a demand curve is and explain how it helps businesses.
Q5) What is the main advantage of using cost-based pricing methods?
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Chapter 14: Supply Chain and Distribution Strategies
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Sample Questions
Q1) Marketing logistics involves which of the following flows of products and information?
A) outbound and inbound only
B) outbound, inbound, and reverse
C) inbound and reverse only
D) outbound and reverse only
E) outbound only
Q2) Conventional and horizontal channels do not have channel leaders.
A)True
B)False
Q3) At minimum, a channel of distribution consists of a producer and a(n) ________.
A) wholesaler
B) agent
C) broker
D) intermediary
E) customer
Q4) Describe the job of a logistics manager and identify the benefits for a company with well-managed logistics.
Q5) Briefly describe the three marketing functions performed by marketing channel members, giving examples of each function.
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Chapter 15: Retailing and Wholesaling Strategies
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Sample Questions
Q1) Which of the following are intermediaries that receive fees for facilitating transactions in markets such as real estate, food, and insurance in which there are a lot of small buyers and sellers?
A) manufacturers' agents
B) selling agents
C) commission merchants
D) merchandise brokers
E) sale mediators
Q2) Which of the following factors is most likely to be used to create store atmospherics?
A) employee training
B) sales promotion
C) store layout
D) event sponsorship
E) price points
Q3) Retailers first must position themselves in a market and then decide how they will define the target customers in these markets.
A)True
B)False
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Chapter 16: Advertising and Sales Promotion Strategies
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Sample Questions
Q1) Which of the following functions is LEAST likely to be performed by a public relations department?
A) sponsorships
B) publicity
C) product placement
D) brand activation
E) advertising media selection
Q2) The effectiveness of an advertisement should be measured both before and after it reaches the target market.
A)True
B)False
Q3) In the communication model, Sparkle Janitorial's radio spot is the ________.
A) message
B) sender
C) encoder
D) medium
E) feedback
Q4) Compare the advantages and disadvantages of the marketing communications tools of advertising and public relations.
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Chapter 17: Personal Selling and Direct Marketing Strategies
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Sample Questions
Q1) All of the following are forms of direct marketing EXCEPT ________.
A) catalogs
B) public relations
C) mail order
D) direct-response advertising
E) telemarketing
Q2) Through ________ used to train salespeople, all members of the sales force hear the company message at the same time and are motivated by the energy of the meeting.
A) sales meetings
B) webinars
C) on-demand training videos
D) Web-based knowledge centers
E) podcasts
Q3) Order taker and customer service representative are among the key sales roles.
A)True
B)False
Q4) What type of company would benefit most from using a product line sales force organization?
Q5) What is the difference between catalogs and direct mail?
Page 19
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Chapter 18: The Communications Mix
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Sample Questions
Q1) Which of the following would NOT be classified as a media type?
A) print
B) broadcast
C) Internet
D) personal selling
E) out-of-home
Q2) To guide their media planning and plan optimization, some companies use ________ to analyze the effects of different components, such as the impact of independent media vehicles on a target variable such as sales.
A) media footprints
B) media flowcharts
C) modeling
D) ad trafficking
E) make-goods
Q3) Branded entertainment is best suited for which of the following?
A) a complex product
B) a product with a niche target market
C) a new brand
D) a brand with mass consumer awareness
E) a brand with limited consumer awareness
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Chapter 19: The Marketing Mix
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Q1) A marketer analyzing whether members of the target audience like the product or service offered is analyzing the ________ element of the marketing mix.
A) product
B) promotion
C) place
D) physical evidence
E) price
Q2) Bob and Phyllis Cords own two retail stores, one in Pottstown and one in Norristown. Though the towns are only 40 miles apart, the consumers at both stores are very different demographically. Bob and Phyllis alter the product offerings in both locations in an effort to cater to both demographic groups. Under the 4 Cs classification of the marketing-mix elements, the Cords have primarily adjusted ________.
A) customer value
B) customers
C) cost
D) convenience
E) communication
Q3) Identify four factors that make a marketing mix more desirable than others.
Q4) Briefly explain the relationship among the 4 Ps.
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Chapter 20: Marketing Performance Measurement
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Sample Questions
Q1) When measured topics are changed on a regular basis, data trending is possible.
A)True
B)False
Q2) Different marketing activities are appropriate for different marketing objectives and different stages of the purchase funnel. Which of the following activities would be most appropriate at the loyalty stage of the purchase funnel?
A) reward programs
B) mail-in rebates
C) direct mail offers
D) banner advertisements
E) search engine advertisements
Q3) Advertising copy tests, brand health tracking studies, and return on marketing investment models are all examples of ________.
A) brand awareness measurements
B) marketing measurement tools
C) advertising report card categories
D) balanced report card categories
E) types of customer surveys
Q4) Why is it important for the copy testing process to be versatile?
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